What Are Conversions & Why Do They Matter To Automotive Dealers
A business’ digital presence is more important now than ever. Aside from providing basic necessities, like information about products and services, websites also offer the opportunity to drive sales and get to know the customer better.
In order to determine how your website is helping customers move towards a purchase, you’ll have to consider the conversion rate. A conversion is essentially what happens when someone clicks on an ad and then takes an action. This action can be small, like viewing the contact us page, a bit larger like submitting an email address, or even completing an online purchase. The conversion rate is calculated when you consider all the conversions and divide that by total ad clicks. The conversion rate suggests how effective your ads are at driving customers to perform certain actions, or to a certain page within your website.
Conversions happen as a result of many wheels spinning. For example it requires targeting the right customer, engaging them with appropriate advertising content, and ensuring that the website itself is designed in such a way that is appealing to your target customer. While there is no foolproof way to ensure your customers will perform the desired action, there are a few steps you can take to help drive them in a certain direction.
THINK LIKE THE CUSTOMER
In order to grab the customer’s attention, or drive them to perform a certain action, it is helpful to approach your website like you’re a customer yourself. If one of your conversion goals is to get a customer to sign-up using an email address, keep the form short and with different sign up options. Consider the likelihood that you yourself fill out the same form that you are asking your customers to complete. If you wouldn’t fill it out, they probably will not either.
Having a clear brand message is also a way to help your customer connect to your site. According to research done by Chao Liu, Ryen White, and Susan Dumais on behalf of Microsoft Research, 99% of websites have a negative aging effect (shown in the graph below).
The chart shows that it is rare for visitors to remain on the site for a long period of time, but the longer they stay, the probability of them leaving begins to plateau. The highest probability for users to leave the site happens within the first 10 seconds. It is during these initial seconds that a user will decide if they want to stay or go. Since a visitor will decide almost immediately whether they like your website or not, it is crucial to make sure your page clearly presents the message it is trying to get across.
QUALITIES OF A CONVERSION DRIVING WEBSITE
Optimizing your website’s content to drive conversions can happen on a variety of levels, from initial search results, to time spent within the page after they’ve reached the intended destination. What is considered “good” and “bad” is relative to each individual user who visits a site, but there are a few components that can contribute to a site falling into the “good” category more often than not.
First and foremost, targeting the right customers to your site is key. If the ads driving customers to your site are targeting the wrong customers, you are not going to get the conversion rate you want. Targeting can get extremely granular, as you may have certain demographics within demographics, or certain actions for different targets. Keep in mind these targets as you place ads and build landing pages to ensure that customers are getting directed to the right place.
An easy to understand navigation structure also helps keep users on your site, and in guiding them to the pages they want to go. Consider for a second how most webpages are set up, with the navigation menu across the top. Visitors with a specific destination in mind will look here first to find the information they want. If this is confusing in any way, or if information isn’t in a place the user would expect it, it becomes increasingly more difficult to drive those conversions.
Possibly the simplest way to drive conversions however is to have a straightforward and effective call to action. If you want your visitors to sign-up for email updates, make it clear on your website with a direct call to action like “sign up here for email updates”, for example. Similarly, if you want visitors to download something tell them, if you have a sale going on make it clear. You have a goal you want these visitors to meet, so make it as easy for them as possible.
While keeping in mind these important factors, it is also key to maintain a positive overall user experience. User experience is a combination of many different elements, including fast page loads, easy signup or checkout forms, and accessibility on mobile. A fast loading page, that a customer can view both on desktop and from their mobile device can make a huge impact on driving those conversions, which are of course the end goal.
DLD Websites offer expertise in conversion driving content that can help you, and your business, meet your goals online.
By Erin McNamara